THE LISTING SITES ARE CHANGING, TOO Even landlords who are not currently subject to an all-in pricing law are likely to notice a change in the way renters see their listings. Zillow's “Total monthly price” display combines base rent with fixed, required monthly fees. Zillow says 94% of renters agree listings should clearly display all fees upfront, and 74% say listings showing a total monthly price feel more trustworthy. The company also reported that Greystar saw a 7% increase in internet listing service leasing conversion after adopting total monthly pricing. Apartments.com has moved in the same direction. Its all-in pricing functionality became available nationwide in January 2026, allowing properties to display total monthly rental costs that include required recurring fees. The company says 85% of renters surveyed prefer seeing the total advertised price. That makes transparency more than a regulatory issue. It is becoming a feature of the marketplace itself. COULD TRANSPARENCY ACTUALLY HELP LANDLORDS? IT MIGHT If someone has a $2,700 monthly housing budget, knowing whether an apartment costs $2,650 or $2,650 plus $175 in required fees saves everyone time. The renter can decide whether the property works for them and the landlord avoids spending time showing a property to someone who ultimately cannot afford it. That is an important distinction. Some laws simply say, “Tell renters about the fee.” Others are starting to say, “You cannot charge this fee.” For owners with properties in multiple markets, a fee policy that works in one city may not work in another.
That may mean fewer leads, but better leads.
There is also the trust factor. A renter who discovers several mandatory fees after applying may feel misled, even if the landlord technically disclosed them somewhere in the process. The better approach is to make the actual cost easy to understand from the beginning.
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